Google has announced new ad formats for its Gemini AI-powered search engine and is expanding its Direct Offers pilot program to make it easier for brands to connect with users who use intelligent search to choose products and services.
Google has announced new ad formats for its Gemini AI-powered search engine and is expanding its Direct Offers pilot program to make it easier for brands to connect with users who use intelligent search to choose products and services.
This is stated in an official statement from Google. According to the company, about 75% of users make decisions faster and more confidently thanks to AI features in search.
New ad formats will be integrated directly into the AI search interface. In particular, the Conversational Discovery format will adapt ads to complex dialogic queries of users, highlighting the most relevant product features. Another format, «Highlighted Answers», will allow quality ads to appear in lists of recommendations generated by artificial intelligence. At the same time, AI will add its own independent explanations and context to the ads, although the blocks themselves will remain marked «Sponsored».
Google is also launching a Gemini-powered Business Agent for Leads tool that integrates a brand’s intelligent chatbot directly into an ad. Instead of filling out static contact forms, potential customers will be able to engage in a live dialogue with an AI agent, receiving answers based on data from the company’s website.
In parallel, the Direct Offers pilot program, launched in January 2026, is expanding. Now brands, including Chewy, Gap, and L’Oreal, will be able to combine promotional offers and use Gemini to automatically create relevant promotional packages for specific requests.
For merchants using the Universal Commerce Protocol (UCP), we’ve added in-app checkout, allowing you to buy products with one click right from your ad. In addition, special offers from partners like Booking and Expedia will soon appear when planning your trips in AI search.
